Report: 'Super Green' More Likely to be Wealthy

Aug 08, 2011

Many do not equate the environmentally focused activities of composting, recycling and using rechargeable batteries as primary activities of the high-income American jet set. But, according to a new report from Scarborough Research, the "Super Green" – those consumers who engage in the highest amount of environmentally-friendly activities as measured by Scarborough – are top earners with a taste for luxury.

The Super Green population – which accounts for 5 percent of all U.S. adults – are 76 percent more likely than the average adult to have an annual household income of $150,000 or greater. They are more likely to own homes valued above $500,000, as well as to own second homes, and, additionally, out-pace the U.S. population when it comes to having a diverse investment portfolio.

The Super Green are far more likely than the average adult to spend upwards of $500 annually on products such as cosmetics, clothing for men, women and children in the family, and fine jewelry. They are 49 percent more likely to plan to buy a new luxury vehicle in the coming year, and 77 percent more likely to plan to spend upwards of $45K on new car purchases in the household.

"Today's environmentalists have traded sandals and hemp for cashmere and a Lexus," said Deirdre McFarland, vice president of marketing for Scarborough Research. "As the American economy continues to try to find its footing, luxury marketers – or, really, any marketer who wants to capture the American high spending population – could benefit from green-focused marketing, promotions and products."

The Northwest portion of the United States is most likely to be home to the Super Green population, according to Scarborough. San Francisco is the top city for Super Greenies. Seventeen percent of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis. Seattle (13 percent) and Portland, OR and San Diego (11 percent) round out the top markets for Super Greenies. Nationally, 5 percent of adults are Super Greenies.